Does a customer's purchase behavior have an impact on its review behavior?

Abstract

With the development of Web 2.0, traditional customers have increasingly transferred to online purchase and created a large volume of User Generated Content (UGC) on the Internet, which brought traditional customer relationship management great challenges and attract many scholars' attention on customer review. Most of the previous researches focus on the influence of customer's review behavior on customer's purchase behavior, but little researches explore the impact on the reverse direction. In this paper, our study seeks insights into analyzing the impact of customer's purchase behavior on its review behavior and discovering how this effect could be fully utilized to predict customer review's churn in the next stage. Based on data from Dianping.com, a famous comprehensive website which contains review and purchase platforms, we build the Logit regression model, considering customer's own factors, review behavior and purchase behavior and finding the impact of user's purchase behavior on its review behavior. Finally, we also use ten-fold cross-validation to prove the stability of our model. Our study can provide a theoretical basis for research on User Generated Content.